Not a bad layout. Interesting photo with easy-to-read text on top of it. Detailed copy below in case it got your attention. Large image of a pill so you know what the ad is for. Good use of the logo - and color. They've actually done a good job of marketing their product as the "purple pill." That's even the URL of their website, www.purplepill.com.
So what's wrong with the ad? Take a closer look at the text superimposed over the photo of the dad climbing the ladder into the treehouse to join his two young sons:
It reads:
Knows they have chores.
Doesn't Know acid reflux may be damaging his esophagus.
HUH?
In the world of advertising non sequiturs, this is one of the most outlandish I've ever seen! Maybe they wanted their readers to turn their heads to the side like a dog that just heard a strange high-pitched noise. But I somehow doubt it. In fact, the two statements that sort of make sense and go with the photo actually don't when you think about it. So that makes the whole ad - the visual - the headline text - everything - totally contrived, and stupid, and the product of marketing idiots.
What goes on in the board room at companies like AstraZeneca? Do they all become brain-dead zombies when the agency presents a concept? Or, more likely, do they take the agency's concept and then give everyone a vote on how best to turn it into meaningless drivel? That would be my guess. But the bottom line, they are marketers and they are idiots!
But do they know they are idiots? Hmmmm...could be an ad concept in there somewhere!
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